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Social CRM: Connecting Online Communities with CRM<br />Marketing<br />Jamie Grenney: Salesforce.com<br />Ryan Ellis: Sale...
Agenda<br />New Concept Called Social CRM<br />Three Pillars of Online Community<br />How You Measurable ROI<br />Which Co...
Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may c...
2010<br />2008<br />2004<br />2006<br />My History at Salesforce<br />2002<br />Productized Salesforce Ideas<br />IdeaExch...
Broad Shift in Internet Usage<br />Virtually every prospect and customer<br />is engaged in social media and using mobile ...
Trust their network and other customers to provide honest feedback
Expect you to have a complete picture of your interacts across channels</li></li></ul><li>Today the Two World’s Are Discon...
New Concept Called Social CRM<br />Social CRM is a philosophy and a business strategy, supported by a technology platform,...
Collaborative, Closed Loop Processes<br />
Visibility into the Conversations<br />. Collaboration in Context<br />.  Mobile Access<br />Real-Time Feeds<br />
Online Community  .CRM  .Social Channels<br />Manage Everything On Dashboards<br />
The IdeaExchange Celebrates its 4th Birthday<br />
Three Pillars of Online Community<br />
Online Community On Your Site<br />Community On <br />Your Site<br />Blogs<br />Learning Center<br />Answers<br />Ideas<br...
Your Official <br />Social Media Channels<br />Facebook<br />LinkedIn<br />Twitter<br />YouTube<br />Slideshare<br />Flick...
Other Conversations <br />About Your Brand<br />Microblogs<br />Blogs<br />Forums<br />Video<br />Images<br />Mainstream N...
Three Pillars of Online Community<br />Community <br />On Your Site<br />Your Official <br />Social Media Channels<br />Ot...
Community <br />On Your Site<br />Community <br />On Your Site<br />Your Official <br />Social Media Channels<br />Other C...
Case Study: How to Make a Social Website<br />
Incorporating All Three Pillars<br />
Wire the Three Pillars Together with CRM<br />Community <br />On Your Site<br />Your Official <br />Social Media Channels<...
It’s a Big Vision…<br />
It’s a Big Vision… Requires a Big Investment  <br />
Goal is to fix what’s broken<br />Increase Self-Service Transactions<br />Provide 24/7 Support<br />#1 Help Communities<br...
Key Metrics<br />Costs<br />Satisfaction<br />Reach<br />
Key Metrics<br />Costs<br />Satisfaction<br />Reach<br />
Example<br />Key Metrics<br />Costs<br />Satisfaction<br />Reach<br />
#2 Learning Centers<br />Optimize the Customer Experience<br />Expand the Value They Derive<br />Identify New Areas for Gr...
Cross-Sell<br />Key Metrics<br />Usage<br />Loyalty<br />
Cross-Sell<br />Key Metrics<br />Usage<br />Loyalty<br />
#3 Explore, Discover, Connect <br />Produce Interesting Content<br />Let People Connect with Others<br />Make Sharing Comp...
Advocacy<br />Key Metrics<br />Awareness<br />Growth<br />
Advocacy<br />Key Metrics<br />Awareness<br />Growth<br />
Advocacy<br />Key Metrics<br />Awareness<br />Growth<br />
Advocacy<br />Key Metrics<br />Awareness<br />Growth<br />
What is Most Important to Your Business?<br />Help <br />Communities<br />Learning <br />Center<br />Connect with <br />th...
#4 Business Applications<br />Custom to your Business or Transactional Applications<br />Goal is to Activate Your Communit...
Ryan Ellis<br />Product Manager<br />Salesforce.com<br />
What Platform is Right For You?<br />
A) Focus on Your Social Channels<br />
Integrate Your Social Channels with CRM<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />M...
What Is Most Important To Your Business?<br />Help <br />Communities<br />Learning <br />Center<br />Connect with <br />th...
B) Best of Breed Community Vendors<br />Or<br />Or<br />
B) Best of Breed Community Vendors<br />Or<br />Or<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Prefere...
Be Careful about the Number of Vendors<br />And…<br />And…<br />And…<br />And…<br />Monitoring<br />Workflow<br />Profiles...
C) Use Salesforce as the Foundation<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />Manag...
C) Use Salesforce as the Foundation<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />Manag...
When Is Salesforce Not a Fit?<br />And…<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />M...
Measure Everything on Dashboards<br />Community Manager Dashboard<br />Executive Dashboard<br />Emailed Weekly, Monthly<br...
Measures Metrics Execs Cared About Pre-Web 2.0
Engagement, Cost Deflection, Subscribers, Leads, Pipeline, Satisfaction, Feedback</li></li></ul><li>Mark Brundage<br />Ada...
Why We Created Our Community<br />Making Money is More Difficult<br />Things Costing Money Not Slowing Down<br />Rent / Mo...
My Finances. My Future.<br />Key Objectives<br />Communicate with Consumers<br />Go Where They Are Online<br />Transparenc...
Three Pillars of Online Community + CRM<br />Community <br />On Your Site<br />Other Conversations <br />About Your Brand<...
Highlight Where Social and CRM Come Together<br />Authentication – Identity Mapped Back to Customer Records<br />1<br />2<...
Product Demo<br />Adaptu Community<br />
Project Timeline<br />Build/Beta<br />Branding/Communications<br />Operations<br />Alpha Testing<br />Launch Planning<br /...
Lessons Learned<br />Know your customer - listen first and then engage<br />Have a vision and get everyone on board<br />B...
What’s Next?<br />Deeper <br />CRM Integration<br />Enhance the Online Experience<br />Monitoring<br />Management<br />Exp...
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Social CRM - Connecting Online Communities with Salesforce

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Online communities and peer-to-peer collaboration are a natural extension of your CRM implementation. Learn about the different options for creating customer, partner, and employee communities on top of Salesforce. Also hear from a customer who is using Jive as a community platform and find out how they wired it together with Salesforce to create a killer closed-loop experience.

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  • Welcome everyone my name is Jamie Grenney I’m the VP of Social Media at Salesforce.com.
  • Before we get started, Salesforce is a publically traded company so we are required to share our safe harbor statement. Our safe harbor statement is also on our website.
  • Alight to set the stage we areseeing a broad shift in intent usage.People are spending more and more time on social sites like Facebook and YouTube and the adoption of mobile has taken off. Faster than desktop internet, way faster than TV or Radio. This broad shift is changing how prospects and customers engage with companies. They’re learning about new products through social channels. They trust their network and other customers to provide answers and honest feedback. They expect you to have a complete picture of your interactions with them across channels.
  • Today there is a disconnect. Traditional CRM applications typically track contacts, call notes, and email, but there’s a whole new set of conversations which aren’t being managed.
  • There is a new concept that’s emerged called Social CRM which Paul Greenberg describes a business strategy, supported by a technology platform designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. As he says, Social CRM is the company’s response to customers ownership of the conversation.
  • It is up to us to design collaborative, closed loop processes which harness the energy of the community and provide measurable business value.
  • You want to be able to provide visibility into the conversation taking place on your online community and social channels.Employees should be able to log into salesforce and get a feed, just like their Facebook feed, but with relevant posts and comments from their customers. It is about providing a place for internal collaboration between employees and coordinated follow up. And it’s not enough to have this information tied to your desk. Employees want real-time mobile access so before they walk into a meeting they have a complete 360 degreed view of the customer.
  • All of these conversations should also be measured on Dashboards, the same dashboards you use to manage leads, opportunities and support cases. We want to be able to join community data with data from our CRM system so that we can run reports to see if you’re meeting your business objectives.
  • One example of Social CRM that I’m really product over is our IdeaExchange. It celebrated it’s 4 year anniversary in September and in that time it’s generated 16,000 ideas and hundreds of thousands of votes and comments. It’s also exciting to see that 718 of those ideas have been implemented.
  • What the IdeaExchange and our Answers community have shown us is that there are MVPs out there who will go above and beyond to help make it a vibrant community, full of innovation and customer success. Yesterday we had our first every community conference with roughly 400 people in attendance which was great. We announced our MVP program and inducted our inaugural class.
  • Alright to frame the opportunity and figure out where to start I think it’s helpful to think about the three pillars of CRM.
  • The first pillar represents the community on your site.It includes applications like blogs, answers, ideas, and maybe even profiles and feeds. Here you have the greatest control over the user experience. You can match the look and feel of your website and funnel traffic to meet specific business objectives. You also have an opportunity to build tight integration with your CRM application because you own authentication and the data.
  • The next pillar represents your official channels on sites like Facebook, Twitter, YouTube, and LinkedIn. The big benefit here is that you meet people where they live. If your prospects and customers are logging into these sites ever day, it’s a compelling reason to have a presence.This is an ideal medium to drive awareness because these sites have great sharing capabilities. The other thing is that in most cases it doesn’t cost anything other than your time to setup a channel and you typically don’t need development resources.
  • The final pillar represents conversations that are taking place elsewhere on the web. For example, tweets or blog posts referencing your brand or review of your product on third party sites such as amazon.com.With these channels you’ve got a lot less control but you want to make sure you’re present. People are far more likely to talk poorly if you’re not there to overhear the conversation.
  • So those are the three channels to think about when framing the conversation around online community.
  • We also need to think about how these pillars intersect though. You can do things like embed YouTube video. If you use traffic on your site to generate video views it makes your YouTube channel seem more interesting. You could add buttons or a sharing toolbar to your site so that people can share content to twitter or facebook. This helps raise your profile on social sites and ultimately bring traffic back to your site. You might use Single Sign-on so that when people land on your site, they can login with their Facebook ID, reducing the friction of filling out a form. And finally you might want to try to convert a percentage of your website traffic into fans of your facebook page. If you put your site in the middle you can see how you might want to embed YouTube videos from your channel. You might want to add buttons so people can like your facebook fan page or retweet articles. You might also want to let people login to your site or register for offers using their google, facebook, or twitter ids to reduce the friction.
  • This is a great case study on how to make a website social. Go to the Groupon site and poke around for a while. They energize their customers to share the daily deal with friends. They’ve got facebook like buttons on every page and they let you login with your Facebook ID.It’s more than just their website though.
  • Groupon is firing on all cylinders.There’s community on their site with discussion boards and blogs, they advertise on social channels and are building up their fan page, and they’ve got a mobile client. There is one final component though to having a fully backed strategy and that is the ide that you’ve got to tie this activity back to CRM.
  • How do you wire the two together. There is a whole layer of infrastructure which we need to plan for including monitoring, management, workflow, collaboration, profiles, preferences, and of course reports and dashboards.
  • This is a big vision. Having a vibrant community and social channels, all integrated with CRM.
  • It’s a big vision that is going to require a big investment. That investment might be a cultural change, it might be infrastructure, content, advertising, training, or any number of other things required to have a vibrant community. So the question is who is going to the be executive sponsor for a project like this?What business metrics or strategic priorities does it support?There are a couple of themes for online communities which you might use to support your business case.
  • First you have your help communities. Your goal here is to fix what’s broken. The more customers you get using self-service channels, the more you can drive costs down. The hope is also that by providing a 24/7 support channel and helping customers overcome challenges you can create measurable improvements in customer satisfaction. We’ll start with a couple of examples from the salesforce.com community which most of you are probably familiar with. I’ll move through them pretty quickly so buckle up.
  • We’ve got our public knowledgebase and self-service site. You can see how this community supports the 3 key metrics I have here. The more customers we can expose to this site, the more we can drive down costs and hopefully improve customer satisfaction.
  • Here’s another form of help community, this one being a peer-to-peer support community. On average people who post to our answer forums get 3 comments per question.
  • And then you’ve got the IdeaExchange which we talked about earlier. The value of community driven innovation is terrific but metrics like costs and customer satisfaction are sometimes easier to measure.
  • The next variety are what we call learning centers. How do you help customers optimize their experience and get more value out of the product. If adoption, attrition, or cross-sell are hot button issues for your company this is probably a good place to focus.
  • The AdWords learning center is one of the most famous. They’ve on boarded millions of customers through this self-service fashion. With their learning center their goal is to increase product usage. If they’re successful with that they’ll see loyalty and cross-sell grow.
  • Constant contact is another example I like. It’s very clear the four things I can learn about here.
  • The third form of community is about exploring, discovering, and connecting with the brand. The goal here is to produce interesting content and connect members of the community.By providing interesting content that your customers are compelled to share, you increase advocacy and awareness.
  • The Old Spice campaign is the most impressive example of 2010. The series of videos they created generated 168 million video views.That’s about as many people as watched the super bowl between the Saints and the Colts.
  • Google is another great example. It has lots of bogs where they talk about the product, the community, and public policy.
  • It was an eye opening moment for me this year when Google post an open letter to China on their blog, explaining why they were pulling out.I remember posting this to twitter and sharing the link with my parents.Now Google could have just as easily done a press release but taking this tact they increased advocacy and probably grew their subscribers significantly.
  • Later today we’ve got another story about a Jive community which Marc built for Adaptu. His community has lots of great content that they’ve produced but they’re also harnessing user generated content.
  • So those are the three areas where most you can focus your energy. There is obviously a logical progression from left to right and some overlap.The reason this slide is valuable is because you can have a discussion with your executive sponsors and talk about where you want to focus your energy and spin the community for internal support.
  • There is one more pillar that doesn’t fit neatly into those three buckets and that seems to be business applications. Think about applications that might be custom to your business or transactional in nature. Things like profile information, lead referrals, deal registration, content sharing, feedback, and maybe something like an open marketplace. You’ve got all the same benefits as a help community, but you might also be able to use these communities to drive leads, pipeline, and growth.
  • So with that I’m going to introduce you to Ryan Ellis, our product owner for Community and the AppExchange.To make sure I set context correctly Ryan is a consumer of the Salesforce application just like everyone in this room. What he’s built with those sites is based upon publically available functionality. He deals with the same challenges and opportunities as everyone else in the room so hopefully he can shed some light on the best platform for your company, Ryan take it away.
  • Thanks Jamie...Next up I’m going to try to help you think about what platform you should build your community on.
  • When thinking about starting a community the easiest option is to focus on social channels like YouTube, Facebook, Twitter, and LinkedIn. These are all web-based multi-tenant applications and so they are easy to setup and require little to no ongoing development. For example, if you wanted a site with rich interactions where people can upload profile pictures, post questions, and write reviews of your product…
  • starting a LinkedIn group is a pretty compelling option…At Salesforce our LinkedIn group has grown to over 20,000 users with very little resources or promotion. You cold imaging what you could do if you promoted it as your official community and did some really active moderation.
  • In all likelihood you customers and prospects are probably already posting questions here and if anything, using social channels as your online community will raise your awareness regarding those conversations taking place.
  • These social channels will also surprise you with new features. This past month LinkedIn rolled out product recommendations. The idea is that you post a catalog of your products and you can start to capture references at internet scale.
  • Now the challenge with this approach is that you’ve got less control. You can overhaul their UI or shield your customers from advertisers. You also have less control over the data. That being said if you take this approach you’ll want to invest your development resources into connecting your social channels with your CRM apps. This might be doing through the APIs. For example we built a app called Salesforce for YouTube to overlay enterprise administration on top of our YouTube app. Or it might be done using a listening platform like Radian6, ScoutLabs, or Co-Tweet. These tools like you identify posts on blogs, twitter, video sites, and discussion boards where your brand is mentioned giving you the ability to engaged. You might also want to use a service like Flowtwon to map your customer records to their social identities. If you provide Flowtown with a list of 10,000 email addresses they can return their user Facebook and Twitter user names.Finally there are authentication services like Janrain and RPX which let your customers login to your site or your product with their Google, Facebook, or Twitter ID. Once you’ve formed that connection you can start to track the conversations in your CRM app.
  • Now for many companies, the social channels are a great way to drive awareness, but they’re not ideal for help or cross-sell or even loyalty. If that’s the case you’ve got two options.
  • The first is to go with a best of breed community vendor. Someone like Jive, Lithium, or Telligent. These companies provide community in a box complete with blogs, forums, profiles, documents, and video. That’s not to say they don’t take a good bit of effort to set up, they do. You’ve got to customize them to the look and feel of your site, configure them, add content, and train employees on moderation.
  • If you go this route we’d also encourage you to think about CRM integration. These communities can operate as stand-alone communities but there’s a huge amount of insight you’ll want to put in front of your customer facing employees. You’ll want to make sure their profiles stay in sync with your other customer data and you’re success metrics appear on the same reports and dashboards that your executives use to measure other things like campaigns, leads, opportunities, and cases.
  • Later today Mark is going to show you the community that they built on Jive and explain the different integration points they have with Salesforce.
  • Now one other word of caution with community vendors. It’s easy to start down the path of creating a mash-up of best of breed vendors. For example, you don’t like Lithiums blog or you don’t like Teligent’s video platform, or you want to use Chatter for internal collaboration and Jive for external.If you go down this path things start to get tricky fast. You’ve got multiple profiles to keep in sync and you’ve got different Uis to mash together, and you’ve got multiple reporting tools, and multiple vendor relationships to manage.That’s not to say you can’t be successful going down this path but it requires significant resources.
  • Now the third option is using Salesforce as the Foundation for your community.
  • And layer your other social channels on top. The nice thing about this approach is that if you’re using Salesforce as Your CRM platform you’re talking about one data model, one security model, one user interface. Much of that CRM integration is already there.The public sites is a relatively new concept for Salesforce. While companies like Lithium have been at it for 10+ years, we announced our public sites platform 3 years ago at Dreamforce.There are products like the Knowledgebase, Self-Service Portal, Web-to-Lead Forms, and the Partner Portal. These are transactional apps with real ROI. Then you have a robust development platform for building cloud apps. It’s been proven to scale to handle very large sites for companies like Dell and Starbucks so it’s definitely enterprise grade with lots of shared services like search to plug into. And then there is Chatter, the product we announced last year. Chatter offers profiles, feeds, documents, and it’s really extendable.
  • There are lots of examples of this strategy on the salesforce.com website. From a service cloud perspective we have Help and the public knowledgebase. We also have the Answers and Ideas communities obviously..
  • Then you’ve got the partner portal. This community is a place where our partners can register deals, download marketing collateral, and provide us feedback.
  • The AppExchange is a great example of a Cloud App. Salesforce doesn’t have a marketplace product but we were able to build it on the platform using custom objects and visualforce code. The big benefit here is that building it on our platform, every time someone takes a test drive or installs an app we can see that activity on the customer record. We can also reports on the number of apps published or downloaded along site other executive dashboards.
  • Finally we’ve got Chatter. All of you have probably had a chance to login to the Dreamforce Chatter org. It’s been really amazing to see this take off. So far we’ve had X posts and comments…Since this is a native app we’ve also been able to extend it to mobile devices as well which is really the future of community.
  • Now there are some things that Salesforce isn’t right for. For example we could have build a blog on the platform but Today it makes more sense to use WordPress. They’ve got a great publishing platform and thousands of widgets. The things that the Salesforce platform is typically best at is data driven applications what involve customer data.
  • Regardless of what platform you use for your community it’s important to get integration with CRM so that you can measure everything on dashboards.In some cases this is API integration but in others it might be swivel chair integration, meaning you login into one system and login to salesforce and update the metrics on a monthly basis. The goal though is to get to the point where you’ve got two dashboards to measure success. One for your community manager and one for your execs. Here’s what they’d track…
  • About a year ago we embarked on a project on what was called project “delta” which is now Adaptu.com. We began this journey on the notion that we saw a need to fill a large gap in the marketplace, which was growing larger- that was serving individuals who needed the knowledge of a financial advisor, but was not able to either afford one or did not meet their minimum requirements.
  • Adaptu serves that need, helping individuals become empowered through knowledge, their own data and communicating with other people in a community who might be going through the same problems or looking for solutions to the same questions as you.....
  • When we set out on the project our goal was to build a vibrant community connected to CRM.We wanted to make it easy to login to reduce buriers to participation and map identity back to CRM.We wanted rich community apps including blogs, forums, video, profiles, and fees. We wanted to make sure we had closed loop processes in place to manage those conversations. And ultimately we wanted to make sure we could measure the success of our initiative.
  • Demo flowShow of Social SSOTalk about Mapping Identity Back to SalesforceTouch on the community apps including discussions, blogs, video…Show inside the org and how you act upon insight. Things like support, chatter, and campaigns.End on dashboards and talk about the community health dashboard and the exec dashboard
  • My production cycle looks a lot like a product demo but since it’s me doing everything the timeline is compressed and it costs a good bit less. I figure most people can produce a pretty good 3 minute video in 4 days. Some people might be able to do it a bit faster, but there are a lot of steps.
  • Over the next year we’re going to continue to enhance the online experience, expand into Mobile, and continue to drive deeper business integration
  • Welcome everyone my name is Jamie Grenney and today we’re going to talk about setting your social media strategy.
  • Transcript of "Social CRM - Connecting Online Communities with Salesforce"

    1. 1. Social CRM: Connecting Online Communities with CRM<br />Marketing<br />Jamie Grenney: Salesforce.com<br />Ryan Ellis: Salesforce.com<br />Mark Brundage: Adaptu<br />
    2. 2. Agenda<br />New Concept Called Social CRM<br />Three Pillars of Online Community<br />How You Measurable ROI<br />Which Community Platform is Right for You<br />Customer Case Study: Adaptu<br />
    3. 3. Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site. <br />Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.<br />
    4. 4. 2010<br />2008<br />2004<br />2006<br />My History at Salesforce<br />2002<br />Productized Salesforce Ideas<br />IdeaExchange was Born<br />Launched Our Community<br />Joined Salesforce<br />Social Media Strategy<br />
    5. 5. Broad Shift in Internet Usage<br />Virtually every prospect and customer<br />is engaged in social media and using mobile apps<br /><ul><li>Learn about new products through social channels
    6. 6. Trust their network and other customers to provide honest feedback
    7. 7. Expect you to have a complete picture of your interacts across channels</li></li></ul><li>Today the Two World’s Are Disconnected<br />
    8. 8. New Concept Called Social CRM<br />Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, process, and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. Social CRM is the company’s response to customers ownership of the conversation.<br />–Paul Greenberg<br />“Godfather of CRM”<br />
    9. 9. Collaborative, Closed Loop Processes<br />
    10. 10. Visibility into the Conversations<br />. Collaboration in Context<br />. Mobile Access<br />Real-Time Feeds<br />
    11. 11. Online Community .CRM .Social Channels<br />Manage Everything On Dashboards<br />
    12. 12. The IdeaExchange Celebrates its 4th Birthday<br />
    13. 13.
    14. 14. Three Pillars of Online Community<br />
    15. 15. Online Community On Your Site<br />Community On <br />Your Site<br />Blogs<br />Learning Center<br />Answers<br />Ideas<br />Profiles<br />Groups<br />Greatest control over the experience<br />Build tight integration with CRM<br />
    16. 16. Your Official <br />Social Media Channels<br />Facebook<br />LinkedIn<br />Twitter<br />YouTube<br />Slideshare<br />Flickr<br />Official Social Media Channels<br />Meet people where they live<br />Ideal medium to drive awareness<br />Easy to setup and maintain<br />
    17. 17. Other Conversations <br />About Your Brand<br />Microblogs<br />Blogs<br />Forums<br />Video<br />Images<br />Mainstream News<br />Conversations On 3rd Party Sites<br />People are talking about your brand<br />You want to make sure your present to listen, engage, and help shape brand perception<br />
    18. 18. Three Pillars of Online Community<br />Community <br />On Your Site<br />Your Official <br />Social Media Channels<br />Other Conversations <br />About Your Brand<br />Blogs<br />Facebook<br />Microblogs<br />Learning Center<br />LinkedIn<br />Blogs<br />Answers<br />Twitter<br />Forums<br />Ideas<br />YouTube<br />Video<br />Profiles<br />Slideshare<br />Images<br />Groups<br />Flickr<br />Mainstream News<br />
    19. 19. Community <br />On Your Site<br />Community <br />On Your Site<br />Your Official <br />Social Media Channels<br />Other Conversations <br />About Your Brand<br />Blogs<br />Blogs<br />Facebook<br />Microblogs<br />Learning Center<br />Learning Center<br />LinkedIn<br />Blogs<br />Answers<br />Forums<br />Ideas<br />How Do These Communities Intersect?<br />Answers<br />Twitter<br />Ideas<br />YouTube<br />Video<br />Profiles<br />Profiles<br />Slideshare<br />Images<br />Groups<br />Groups<br />Flickr<br />Mainstream News<br />Become a Fan<br />Social SSO<br />Embedded YouTube Video<br />Share with Your Network<br />
    20. 20. Case Study: How to Make a Social Website<br />
    21. 21. Incorporating All Three Pillars<br />
    22. 22. Wire the Three Pillars Together with CRM<br />Community <br />On Your Site<br />Your Official <br />Social Media Channels<br />Other Conversations <br />About Your Brand<br />Blogs<br />Facebook<br />Microblogs<br />Learning Center<br />LinkedIn<br />Blogs<br />Answers<br />Twitter<br />Forums<br />Ideas<br />YouTube<br />Video<br />Profiles<br />Slideshare<br />Images<br />Groups<br />Flickr<br />Mainstream News<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />Management<br />Dashboards<br />Collaboration<br />
    23. 23. It’s a Big Vision…<br />
    24. 24. It’s a Big Vision… Requires a Big Investment <br />
    25. 25. Goal is to fix what’s broken<br />Increase Self-Service Transactions<br />Provide 24/7 Support<br />#1 Help Communities<br />Help <br />Communities<br />Knowledge<br />Key Metrics<br />Log a Case<br />Answers<br />Costs<br />Satisfaction<br />Reach<br />Ideas<br />Account Info<br />
    26. 26. Key Metrics<br />Costs<br />Satisfaction<br />Reach<br />
    27. 27. Key Metrics<br />Costs<br />Satisfaction<br />Reach<br />
    28. 28. Example<br />Key Metrics<br />Costs<br />Satisfaction<br />Reach<br />
    29. 29. #2 Learning Centers<br />Optimize the Customer Experience<br />Expand the Value They Derive<br />Identify New Areas for Growth<br />Learning <br />Centers<br />Guides<br />Blogs<br />Videos<br />Cross-Sell<br />Feeds<br />Personalization<br />Key Metrics<br />Usage<br />Loyalty<br />
    30. 30. Cross-Sell<br />Key Metrics<br />Usage<br />Loyalty<br />
    31. 31. Cross-Sell<br />Key Metrics<br />Usage<br />Loyalty<br />
    32. 32. #3 Explore, Discover, Connect <br />Produce Interesting Content<br />Let People Connect with Others<br />Make Sharing Compelling<br />Discover & Connect<br />Communities<br />Blogs<br />Video<br />Profiles<br />Advocacy<br />Awareness<br />Growth<br />Advocacy<br />Groups<br />Feeds<br />Key Metrics<br />Awareness<br />Growth<br />
    33. 33. Advocacy<br />Key Metrics<br />Awareness<br />Growth<br />
    34. 34. Advocacy<br />Key Metrics<br />Awareness<br />Growth<br />
    35. 35. Advocacy<br />Key Metrics<br />Awareness<br />Growth<br />
    36. 36. Advocacy<br />Key Metrics<br />Awareness<br />Growth<br />
    37. 37. What is Most Important to Your Business?<br />Help <br />Communities<br />Learning <br />Center<br />Connect with <br />the Brand<br />Knowledge<br />Guides<br />Blogs<br />Log a Case<br />Video<br />Video<br />Costs<br />Satisfaction<br />Usage<br />Loyalty<br />Cross Sell<br />Advocacy<br />Awareness<br />Answers<br />Blogs<br />Profiles<br />Ideas<br />Feeds<br />Groups<br />Account Info<br />Recommendations<br />Feeds<br />Key Metrics<br />
    38. 38. #4 Business Applications<br />Custom to your Business or Transactional Applications<br />Goal is to Activate Your Community<br />Collaborate in Private Forums<br />Increase Use of Self-Service Channels<br />Business <br />Applications<br />Account Info<br />Lead Referrals<br />Deal Registration<br />Key Metrics<br />Costs<br />Satisfaction<br />Growth<br />Pipeline<br />Content Sharing<br />Feedback<br />Marketplace<br />Reach<br />Leads<br />
    39. 39. Ryan Ellis<br />Product Manager<br />Salesforce.com<br />
    40. 40. What Platform is Right For You?<br />
    41. 41. A) Focus on Your Social Channels<br />
    42. 42.
    43. 43.
    44. 44.
    45. 45. Integrate Your Social Channels with CRM<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />Management<br />Dashboards<br />Collaboration<br />
    46. 46. What Is Most Important To Your Business?<br />Help <br />Communities<br />Learning <br />Center<br />Connect with <br />the Brand<br />Knowledge<br />Guides<br />Blogs<br />Log a Case<br />Video<br />Video<br />Costs<br />Satisfaction<br />Usage<br />Loyalty<br />Cross Sell<br />Advocacy<br />Awareness<br />Answers<br />Blogs<br />Profiles<br />Ideas<br />Feeds<br />Groups<br />Account Info<br />Recommendations<br />Feeds<br />Key Metrics<br />
    47. 47. B) Best of Breed Community Vendors<br />Or<br />Or<br />
    48. 48. B) Best of Breed Community Vendors<br />Or<br />Or<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />Management<br />Dashboards<br />Collaboration<br />
    49. 49.
    50. 50. Be Careful about the Number of Vendors<br />And…<br />And…<br />And…<br />And…<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />Management<br />Dashboards<br />Collaboration<br />
    51. 51. C) Use Salesforce as the Foundation<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />Management<br />Dashboards<br />Collaboration<br />
    52. 52. C) Use Salesforce as the Foundation<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />Management<br />Dashboards<br />Collaboration<br />
    53. 53.
    54. 54.
    55. 55.
    56. 56.
    57. 57. When Is Salesforce Not a Fit?<br />And…<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />Management<br />Dashboards<br />Collaboration<br />
    58. 58. Measure Everything on Dashboards<br />Community Manager Dashboard<br />Executive Dashboard<br />Emailed Weekly, Monthly<br />Measures Community Health<br />Posts, Comments, Views, Unique Users, Registered Users, Top Contributors, Data Quality<br /><ul><li>Emailed Monthly or Quarterly
    59. 59. Measures Metrics Execs Cared About Pre-Web 2.0
    60. 60. Engagement, Cost Deflection, Subscribers, Leads, Pipeline, Satisfaction, Feedback</li></li></ul><li>Mark Brundage<br />Adaptu<br />
    61. 61. Why We Created Our Community<br />Making Money is More Difficult<br />Things Costing Money Not Slowing Down<br />Rent / Mortgage<br />Student Loans<br />Retirement<br />Kids College Education<br />Senior Care / Healthcare<br />Bill / Utilities<br />…Keeping a Little for Yourself<br />Decreasing Home Values<br />Salary Wage Freezes<br />Removing/Reduction of Benefits<br />Cutting Back 401k Match<br />8% to 10% Unemployment<br />High Credit APR<br />Stringent Loan Requirements<br />
    62. 62. My Finances. My Future.<br />Key Objectives<br />Communicate with Consumers<br />Go Where They Are Online<br />Transparency, Trust and Insight<br />Empowered to Make Better Decisions<br />
    63. 63. Three Pillars of Online Community + CRM<br />Community <br />On Your Site<br />Other Conversations <br />About Your Brand<br />Your Official <br />Social Media Channels<br />Blogs<br />Microblogs<br />Facebook<br />Learning Center<br />Blogs<br />LinkedIn<br />Answers<br />Forums<br />Twitter<br />Ideas<br />Video<br />YouTube<br />Profiles<br />Images<br />Slideshare<br />Groups<br />Mainstream News<br />Flickr<br />Monitoring<br />Workflow<br />Profiles<br />Reporting<br />Preferences<br />Management<br />Dashboards<br />Collaboration<br />
    64. 64. Highlight Where Social and CRM Come Together<br />Authentication – Identity Mapped Back to Customer Records<br />1<br />2<br /> Community Apps – Blogs, Forums, Video, Profiles, Feeds<br />Management – Jive, Salesforce<br />3<br />4<br />Measurement –Reports, Dashboards<br />
    65. 65. Product Demo<br />Adaptu Community<br />
    66. 66. Project Timeline<br />Build/Beta<br />Branding/Communications<br />Operations<br />Alpha Testing<br />Launch Planning<br />Salesforce Dashboard<br />Listening/Engaging<br />Strategy/Vision<br />Strategy<br />Conceptual Design<br />Funding<br />Listening<br />August 2010<br />January 2010<br />October 2009<br />November 15th 2010<br />Launch<br />Brand Monitoring, Listen, Engage<br />IT Monitoring<br />Communications Campaign<br />Community Management<br />Design<br />Staffing<br />Vendor Kickoff<br />Listening<br />
    67. 67. Lessons Learned<br />Know your customer - listen first and then engage<br />Have a vision and get everyone on board<br />Be prepared to do everyone’s job<br />Build your internal fan base – especially the key people<br />Simplify your technology stack<br />Put the customer experience first, then technology<br />Observe how your customers communicate<br />Don’t separate business / IT Teams – Use work clusters<br />
    68. 68. What’s Next?<br />Deeper <br />CRM Integration<br />Enhance the Online Experience<br />Monitoring<br />Management<br />Expand into <br />Mobile<br />Workflow<br />Collaboration<br />Profiles<br />Preferences<br />Reporting<br />Dashboards<br />
    69. 69. The Key Takeaways from Today’s Session<br />The rise of social media has changed consumer behavior<br />Companies need to engage customers and facilitate conversations which provide mutual value<br />Align your community investment with the strategic priorities of your company<br />Track key metrics on the same dashboards you use to measure leads, pipeline, and case volume<br />Manage the conversations and workflow in context with your other CRM data<br />
    70. 70. Questions<br />Search YouTube for “Setting Your Social Media Strategy” to Find More Best Practices<br />Jamie Grenney <br />Salesforce.com<br />Mark Brundage<br />Adaptu<br />Ryan Ellis<br />Salesforce.com<br />
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